动态商标及其显著性认定

纸质媒介为主导的传统视觉生活是以静态的传统商标为主，但随着互联网的发展和普及以及电子商务的迅猛发展，非传统的动态商标逐渐受到国际社会的广泛关注。动态商标是以数字媒介为载体和动感设计为特征，是属于广义上的可视性商标。是符合绝大多数国家商标法对商标的规定。动态商标从本质上讲属于心理的认知，是消费者对商标所代表的有关商品或服务信息的评价。强大的视觉冲击效果和周而复始的广告宣传，使得动态商标在消费者的“认知网络”的信息组块中形成结点，从而使动态商标获得显著性。

Identification of Dynamic Trademarks and Its Distinctiveness

Traditional visual paper media - driven life bases on static visual traditional trademark, but with the development and popularization of the internet and the rapid development of e - commerce, non - traditional dynamic trademarks are gradually paid attention by the international community. Dynamic trademark is showed by dynamic digital media as its features and belongs to a broad visual trademark, and is in line with most countries of trademark law. The essence of dynamic trademark is psychologi- cal awareness and consumer representatives for trademark information concerning the evaluation of goods or services. Strong visual impact and the cycle of advertising make the dynamic trademark into the consumer＇s ＂cognitive network＂ message blocks which format nodes and enable dynamic trademark access to distinctiveness.